It is possible that Sony indeed plans to launch a price adjustment in the near future, but hopes to keep the news under wraps until its press conference at E3 in Santa Monica next week. Circuit City's own discount, effective July 15-21, appears to remain valid.

Original story: A Circuit City advertising flyer showing an upcoming $100 discount on PlayStation 3 consoles may in fact be a retail-wide price adjustment by Sony, suggests internet reports today.

Rumors originated from scans of the ad, which lists the console with a price point of $499.99 as of July 15. "$100 price break," it reads. No mention was made of the 20GB PlayStation 3 model, available at launch but recently dropped entirely from certain territories including North America.

GameDaily followed up with claims of confirmation of a retail-wide $100 price drop as of July 12, which it sources to an anonymous retail manager "at one of the world's biggest retailers."

If today's reports are accurate, Sony Computer Entertainment America will likely announce the news during its E3 press conference next week, scheduled to be held at 10:30am on Wednesday, July 11. Shacknews will have live report coverage of the proceedings.

SCEA had not responded to Shacknews' inquiries on the matter at the time this story was published.